E-mail campaigns lead recipients to landing pages for a variety of reasons: to provide the customer or prospect with additional information, a video or registration for events, to get them to sign up for white papers or enter contests; or to request that they fill out a credit card form or take a survey, among other reasons.
Landing pages have some kind of mystique about them. Some e-mail marketers don't really understand the mechanics behind how a landing page is built, so they tie up precious resources of their IT department and Web team to create landing pages for campaigns, or pay their e-mail service provider (ESP) an extra fee for a landing page creator.
There is an easier way. As marketers create e-mails for campaigns, they can use their ESP's e-mail editor to create a separate HTML e-mail that will function as a landing page. The landing page can be stored in a content library, and an e-mail can link to the file.
Besides saving money and resources, there are many benefits to using the "e-mail as a landing page" method.
To find out the other benefits and read the rest of the BtoB article, click here.
For more information on landing pages, check out these other Delivra blog posts:
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